(3:17 Q&A Video) “Celebrating Customers Builds Lasting Relationships and Stronger Growth”

In this 3:17 video, Margaret Dawson explains why customer advocacy should create value for customers instead of simply promoting products. She shares how peer relationships, customer recognition, and meaningful success stories strengthen trust and long-term business growth. Great advocacy always makes the customer the hero.

Customer advocacy is often viewed as collecting testimonials, publishing case studies, or asking customers to speak at events. Margaret Dawson, Chief Marketing Officer at SUSE, believes organizations are missing the bigger opportunity. True customer advocacy puts customers’ value first. When businesses help customers gain recognition, build professional relationships, and share meaningful successes, trust grows naturally, and long-term business relationships become much stronger.

Margaret explains that customer advocacy is not simply another marketing program. It is an extension of a customer-first culture that strengthens credibility, builds peer communities, and reinforces sustainable growth.

“The customer is the hero of their own story and of your story. Customer stories work best when they create value for the customer, not just for your company. When we celebrate our customers, that moment should feel huge. Make sure the story is theirs because that’s what inspires people and shows how they’re changing the world.” – Margaret Dawson

To learn more, watch the 3:17 video or read the article below.

To catch the full interview with Margaret at “Case Study: Customer-Led Growth And The Alignment That Changed Everything.” CLICK HERE.

Article: "Celebrating Customers Builds Lasting Relationships and Stronger Growth”

This article is based on an interview with Margaret Dawson, Chief Marketing Officer at SUSE

Customer Success Should Always Take Center Stage

Many companies create customer stories to highlight their products and achievements. Margaret believes this approach overlooks what customers actually value. Instead of making the company the focus, every success story should emphasize the customer’s accomplishments, leadership, and business impact. When customers become the central figures, the story feels authentic and provides value for everyone involved.

As Margaret explains, “The customer is the hero of their own story and of your story.” That philosophy changes how organizations approach advocacy. Rather than asking customers to promote products, companies should help customers gain visibility for the work they have accomplished. Margaret also points out why many organizations struggle to secure customer stories. “Why are so many companies struggling to get customer stories? It’s because they’re not seeing the value to them.” When customers clearly benefit through increased recognition and professional credibility, they are much more willing to participate, making advocacy stronger and more meaningful for both sides.

Peer Communities Build Greater Credibility Than Marketing Alone

Margaret believes some of the most valuable customer advocacy happens when customers learn directly from one another. While marketing content and sales conversations play an important role, buyers often place the greatest trust in peers who have already faced similar challenges. Creating opportunities for customers to share experiences builds confidence in ways traditional marketing simply cannot.

One example Margaret shares is SUSE’s peer-to-peer advocacy program, where prospects can connect directly with existing customers. She explains, “A prospect or another customer can find and reach out to another customer and just say, ‘Hey, I saw you were using this product. How is it working?” These conversations happen naturally without the company controlling every interaction. Margaret also highlights why this approach is so effective. “What does one CIO want? They want to know what the other CIOs are doing.” Buyers trust practical advice from people facing similar responsibilities, making peer communities an important source of credibility throughout the buying process.

Recognition Creates Stronger Customer Relationships

Recognition is another essential part of meaningful customer advocacy. Margaret believes celebrating customers should never become a routine marketing activity. Instead, organizations should create memorable experiences that reflect the significance of what customers have accomplished. Genuine recognition demonstrates appreciation while reinforcing that the customer’s achievements matter beyond the business relationship itself.

Margaret captures this idea simply by saying, “That moment should be huge.” She believes every award, success story, or public recognition should make customers feel proud of what they have achieved. She also reminds organizations to keep the spotlight where it belongs by saying, “Make sure the story is theirs.” When businesses highlight how customers solve important challenges, improve their organizations, or make a broader impact, technology becomes a supporting element instead of the headline. This approach strengthens trust, deepens relationships, and encourages customers to become authentic advocates because they know their own success remains the center of every story.

Conclusion

Customer advocacy delivers its greatest value when organizations focus on helping customers succeed instead of simply promoting products. Recognition, peer relationships, and customer centered storytelling create trust that extends far beyond individual marketing campaigns. When customers feel valued and supported, advocacy becomes a natural outcome rather than something companies need to request.

Margaret’s perspective reminds leaders that the strongest advocacy programs are built on mutual benefit. Customers gain visibility, credibility, and meaningful professional opportunities while organizations earn trust through authentic relationships. Companies that consistently make customers the heroes of every story will build stronger communities, deeper loyalty, and sustainable growth that continues well into the future.

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Steven MacDonald

Steven MacDonald is the founder of Content Strategies, CEO of a MarTech SaaS Company, fractional CMO consulting with leading B2B companies and former Director of Strategy and Client Service at top ten digital marketing agencies.

Follow Steve on LinkedIn.

Steven MacDonald

Follow Steve on LinkedIn.